If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.
John CaplesEvery copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it. We have all been quilty of leaving the headline until the last and the spending half and hour on it - or perhaps only ten minutes.
John CaplesA long headline that really says something is more effective than a brief heading that says nothing.
John CaplesRemember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.
John Caples